Tag Archives: celebrity endorsements

Is Traditional Advertising Dead? Not if you ask Shaq

Shaquille O’Neal in a Ring advertisementWhile traditional advertising is on the decline, now being taken over by targeted digital ads and YouTube stars, it’s certainly not dead. Just ask Shaq.

In the world of public relations, one of the primary communication vehicles to reach target audiences five to 10 years ago, the mass media, has shrunk dramatically. It’s no secret that prominent newspapers and magazines have shuttered, and those that are still publishing are a fraction of the size they used to be. News departments at TV and radio stations have downsized dramatically as well. Certainly, the decline in advertising sales, particularly classified ads for newspapers, have had a dramatic impact on the media. What’s more, how people consume news, watch or listen to music and entertainment, has also shifted. Consider a Pew Research study that showed six in 10 young adults are turning to online streaming, like Netflix and HBO go, to watch TV. What this means is that all of us are seeing advertising in a much different way than a decade ago.

That said, I was intrigued by a recent Real Sports segment that featured Shaquille O’Neal and the fortune he’s made in the nearly decade since he’s retired from the NBA as an ad pitchman.

Read more after the jump…